مؤسسة الشرق الأوسط للنشر العلمي
عادةً ما يتم الرد في غضون خمس دقائق
Sport marketing has attracted the attention of a lot of researchers around the world the last two decades. Its adoption and implementation within the teams’ strategies is still under investigation since managers are divided into acceptance and adoption on one hand and hesitation and doubt relating to results on the other hand. In this exploratory study we addressed this dilemma in a comparative way between Iraq and Saudi Arabia. Among the main findings of our qualitative research, two factors impact directly the adoption of the marketing philosophy: the financial state of the team and the manager’s mindset and perception of marketing in general. From total believing in the role of marketing within the teams to the refusal of its incorporation, Iraqi and Saudi teams are still hesitating.